Experimenting, partnering and bonding: a framework for the digital influencer-brand endorsement relationship

Nascimento, Thaysa Costa do; Campos, Roberta Dias; Suarez, Maribel Carvalho

doi:10.1080/0267257x.2020.1791933

Cited by 41 publications

(27 citation statements)

References 48 publications

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“…Blogs A Pipoca Mais Doce, Stylista, Carmo and Mini Saia portrayed themselves as impartial and reliable fashion opinion leaders. This is in line with the claim for independence and transparency reported in the literature (Walden et al , 2015), despite the need of brand support to enhance the product review task (Nascimento et al , 2020). The speech that these blogs have implemented in their posts over time about brands did not change during the period under analysis, promoting an equally positive image of brands in the pre- and post-crisis period.…”

Section: Resultssupporting

confidence: 87%

“…Given the importance of social media in crisis management (Cheng, 2018; Gruber et al , 2015; Etter et al , 2019), little is known about the specific behavior of blogs toward brands under a corporate crisis situation (Hanson, 2006; Smudde, 2005). The existing literature solely focuses on the effectiveness of corporate blogs in crisis management via the communication of official statements (Kulkarni, 2019), but nothing has been referred about how individual bloggers, who are common targets of corporate public relations (Nascimento et al , 2020), express their discourse regarding brands in crisis situations.…”

Section: Introductionmentioning

confidence: 99%

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Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Casais

Gomes

2021

JFMM

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PurposeThis paper focuses on the analysis of fashion blog activity regarding brands under corporate crisis situations and discusses how these opinion leaders may be agents of corporate crisis management.Design/methodology/approachThe authors analyzed four influential Portuguese fashion blogs regarding eight fashion brands that had experienced a corporate crisis situation. In total, five of the selected brands were mentioned in 2.846 posts of blog content, whose discourse was deeply analyzed.FindingsThe absence of express reference to brand crisis suggests that fashion bloggers tend to ignore these crisis events or divert the readers' attention to the brands' more positive aspects. This result opens the discussion whether fashion bloggers downplay corporate crisis in brand equity or whether it expresses strategies of brand crisis communication through digital influencers.Originality/valueThough social media may be a source of negative word-of-mouth, social media influencers have been considered important partners of corporate crisis communication in particularly challenging times. Many studies have focused on the role of social media influencers in crisis management, but there was a dearth of research on the specific case of blogs. This study contributes to the understanding of fashion bloggers as agents of brand communication, particularly regarding crisis management and their role on brand activation and positive electronic word-of-mouth, even under crisis situations. This contribution paves the way for future research on whether this is a spontaneous phenomenon or the reflection of possible partnerships between companies and fashion bloggers for the management of corporate crisis situations in the context of fashion brands.

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Section: Resultssupporting

confidence: 87%

Section: Introductionmentioning

confidence: 99%

Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Casais

Gomes

2021

JFMM

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“…Businesses increasingly abandon traditional marketing and integrate influencer marketing to promote their products and services (Nascimento et al , 2020). Compared with traditional celebrity endorsers, SMIs are more favored because of their interactive relationship with followers and similarity to followers (Lou and Yuan, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

Sun

Leung

Bai

2021

IJCHM

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Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

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“…The most important megatrends are digitalisation, changing values and new business models, which results in completely new questions and challenges for brand management. 'Hot' topics include the loss of brand control by external stakeholders (keywords: Firestorms in social media, brand hate, brand co-creation; e.g., Dessart et al, 2020;Herhausen et al, 2019;Ind et al, 2017;Ind & Schmidt, 2019;Kristal et al, 2018Kristal et al, , 2020Zarantonello et al, 2016), more complex customer journeys through off-and online brand touchpoints (keywords: ZMOT, customer journey, brand and customer experience; e.g., Lecinski, 2011;Lemon & Verhoef, 2016), new digital brand contact points (keywords: voice assistants and robots; e.g., Kuehnl et al, 2019;McLeay et al, 2020;West et al, 2018), the legitimacy crisis of purely profit-oriented business models and brands (keywords: Fridays for Future, Black Lives Matter, brand purpose, political brands; e.g., Hsu, 2017;Matos et al, 2017), new types of collaboration (keywords: art-brand-collaborations, influencer; e.g., Baumgarth, 2018;Baumgarth & Wieker, 2020;Ki et al, 2020;Michel & Willing, 2020;Nascimento et al, 2020) and building brands for new companies and new business models (keywords: start-up or entrepreneurial branding, vegan and meat alternatives, platform brands, direct-to-consumer brands; e.g., Eggers et al, 2016;Haslehurst et al, 2017;Kühlwein, 2019;Van Loo et al 2020). These and many other new topics lead to new and exciting questions for brand science.…”

Section: Fresh Topicsmentioning

confidence: 99%

Fresh perspectives on brand management

Baumgarth

Boltz

Schmidt

et al. 2020

Journal of Marketing Management

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has become the most important scientific conference worldwide on the topic of brands. 193 people from 23 countries covering all 5 continents took part in the two-and-a-half-day conference, with around 80 double-blind reviewed papers overseen by 78 reviewers (acceptance rate: 72%), being presented and discussed. As local organisers, we wanted to take the conference further and take on a 'fresh' approach. Renewal and innovation relate to three areas in particular: (1) fresh topics, (2) fresh methods, (3) fresh practice-science-exchange.

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Experimenting, partnering and bonding: a framework for the digital influencer-brand endorsement relationship

Cited by 41 publications

References 48 publications

Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

Fresh perspectives on brand management

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